Keywords
advertising
advertising discourse
interactive formats
How to Cite
Abstract
Introduction. Advertising formats are transforming as a result of technological developments. One manifestation of this transformation is interactive elements in heterogeneous brand advertising messages. Timely research into this transformation will allow us to systematise knowledge about interactive advertising formats and determine their degree of effectiveness.
Relevance and purpose. The focus of the work is on examples of interactive advertising from global and local brands, research that supports their effectiveness, and evidence against it. The purpose of the study is to outline the specifics of using interactive formats.
Methodology. Content analysis was used, based on advertising campaigns of brands that demonstrate various interactive elements and ways of using them. For the objectivity of the study, the systematisation of existing works on the effectiveness of interactive advertising formats was also used.
Results. Content analysis of advertising allowed us to determine that interactive elements include videos with a choice of plot, 360-degree videos, VR and AR advertising, and online games. It was found that the effectiveness of such formats is due to high customer engagement and novelty of experience, but at the same time, some arguments are ambiguous, and some advertising formats can lead to negative consequences such as disorientation.
Conclusions. The study shows an increase in demand for the use of interactive elements in advertising. Private companies use heterogeneous interactive advertising, but it is impossible to unequivocally confirm the effectiveness of a particular format.
References
1. Glushkova, T. (2014), «Interactive advertising as a means of interacting with consumers». Naukovi zapysky Instytutu zhurnalistyky [Scientific notes of the Institute of Journalism], vol. 56, pp. 86–90, available at http://nbuv.gov.ua/UJRN/Nzizh_2014_56_18
2. Dedilova, T., Yurchenko, O., & Kononenko, Y. (2023), «Gamification as a social phenomenon and trend in modern marketing». Problemy i perspektyvy rozvytku pidpryiemnytstva [Problems and prospects for the development of entrepreneurship], no 31, pp. 54–63. https://doi.org/10.30977/ppb.2226-8820.2023.31.54
3. Tsukanova, G. (2014), «Interactive communications in social internet advertising». Naukovi zapysky Instytutu zhurnalistyky [Scientific notes of the Institute of Journalism], vol. 51, pp. 164–169, available at: http://nbuv.gov.ua/UJRN/Nzizh_2013_51_37
4. Augmented reality. In Cambridge Dictionary. Retrieved May 15, 2025, from https://dictionary.cambridge.org/dictionary/english/augmented-reality
5. Ausin-Azofra, J., Bigne, E., Ruiz, C., Marín-Morales, J., Guixeres, J., & Alcañiz, M. (2021), Do you see what I see? Effectiveness of 360-degree vs. 2D video ads using a neuroscience approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.612717
6. Calder, B., Malthouse, E., & Schaedel, U. (2009), An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. https://doi.org/10.1016/j.intmar.2009.07.002
7. Conaway, R., & Garay, M. (2014), Gamification and service marketing. SpringerPlus, 3. https://doi.org/10.1186/2193-1801-3-653
8. Gamification. In Cambridge Dictionary. Retrieved May 15, 2025, from https://dictionary.cambridge.org/uk/dictionary/english/gamification
9. Giombi, K., Viator, C., Hoover, J., Tzeng, J., Sullivan, H., O’Donoghue, A., Southwell, B., & Kahwati, L. (2022), The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. Plos One, 17(2). https://doi.org/10.1371/journal.pone.0263339
10. Gu, C., Lin, S., Wei, W., Yang, C., Chen, J., Miao, W., Sun, J., & Zeng, Y. (2023), How does interactive narrative design affect the consumer experience of mobile interactive video advertising? Systems, 11(9). https://doi.org/10.3390/systems11090471
11. Is 360 video worth it? Think with Google. Retrieved May 15, 2025, from: https://www.thinkwithgoogle.com/marketing-strategies/video/360-video-advertising/
12. Leung, X., Lyu, J., & Bai, B. (2020), A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management, 88. https://doi.org/10.1016/j.ijhm.2019.102391
13. Pepsi max bus shelter augmented reality experience. Grand Visual. Retrieved May 15, 2025, from: https://grandvisual.com/work/pepsi-max-bus-shelter/
14. Rialti, R., Filieri, R., Zollo, L., Bazi, S., & Ciappei, C. (2022), Assessing the relationship between gamified advertising and in-app purchases: A consumers’ benefits-based perspective. International Journal of Advertising, 41, 868-891. https://doi.org/10.1080/02650487.2022.2025735
15. Risden, K., Czerwinski, M., Worley, S., Hamilton, L., Kubiniec, J., Loftus, E., Hoffman, H., & Mickel, N. (1998), Interactive advertising: Patterns of use and effectiveness. CHI '98: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/274644.274676
16. Shanshan, L., & Abu Bakar, J. (2025), Research on the effect model of immersive design in interactive advertising. Salud, Ciencia y Tecnología - Serie de Conferencias, 4, 1499. https://doi.org/10.56294/sctconf20251499
17. Top 5 most innovative virtual reality marketing campaigns. Stormworks Studios. Retrieved May 15, 2025, from: https://www.narcemedia.com/top-5-most-innovative-virtual-reality-marketing-campaigns/
18. Van Berlo, Z.M., van Reijmersdal, E.A., & Waiguny, M.K. (2022), Twenty years of research on gamified advertising: A systematic overview of theories and variables. International Journal of Advertising, 42, 171–180. https://doi.org/10.1080/02650487.2022.2143098
19. Wulan, D., Nainggolan, D., Hidayat, Y., Rohman, T., & Fiyul, A. (2024), Exploring the benefits and challenges of gamification in enhancing student learning outcomes. Global International Journal of Innovative Research. 2(7). https://doi.org/10.59613/global.v2i7.238
This work is licensed under a Creative Commons Attribution 4.0 International License.